General information

Subject type: Basic

Coordinator: Núria Masferrer Llabinés

Trimester: First term

Credits: 6

Teaching staff: 

Roberto Dopeso Fernandez
Jordi Garolera Berrocal 

Teaching languages

Check the schedules of the different groups to know the language of teaching classes. Although the material can be in any of the three languages.


Basic skills
  • B4_That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences


  • B5_That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy

Specific skills
  • E5_Analyze business contexts, identify markets and customers and establish marketing strategies through the use of advanced and innovative techniques.


General competencies
  • G1_Be able to work in a team, actively participating in tasks and negotiating dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge

Transversal competences
  • T1_Communicate properly orally and in writing in the official languages ​​of Catalonia


This course seeks to familiarize with the basic concepts of Marketing, the acquisition of basic knowledge for the analysis of the environment and the market, the knowledge of the main models of consumer behavior, and the knowledge of the main marketing tools of those that the company has to market its products and services.

Learning outcomes

  • Apply the basics of Marketing.
  • Position a product in the market.
  • Understand the basic tactics of marketing (product, price, promotion and place)
  • Be able to extrapolate theory seen in class in applications of practice

Working methodology

Theoretical sessions

MD1. Master class: Expository class sessions based on the teacher's explanation attended by all students enrolled in the subject.

MD3. Presentations: Multimedia formats that support face-to-face classes.

MD4. Video capsules: Resources in video format, which includes contents or demonstrations of the thematic axes of the subjects. These capsules are integrated into the structure of the subject and serve students to review as many times as necessary the ideas or proposals that the teacher needs to highlight in their classes.

 Guided learning

MD5. Seminars: Face-to-face format in small work groups (between 14 and 40). These are sessions linked to the face-to-face sessions of the subject that allow to offer a practical perspective of the subject and in which the participation of the student is key. 

MD6. Discussions and forums: Face-to-face or online conversations, depending on the objectives pursued by the teacher responsible for the subject. The debates have a start and end date and are energized by the teacher

MD7. Case study: Dynamics that starts from the study of a case, which serves to contextualize the student in a specific situation, the teacher can propose different activities, both individually and in groups, among their students. 

Autonomous learning

MD9. Solving exercises and problems: Non-contact activity dedicated to the resolution of practical exercises based on the data provided by the teacher

MD10. Research and critical reading of articles: Students start from a working hypothesis that they are developing, following the fairies of the research methodology, including the critical reading of articles.

MD11. Non-contact tutorials: Why the student will have telematic resources such as e-mail and ESCSET intranet resources

The methodology of the subject is based not only on the master classes of the teacher with the support of Powerpoint material in Catalan and English, but also on various activities:

  • Readings and comments on current articles.
  • Study of cases in text format and video format in English on which a report must be made answering a series of questions.
  • Research activity and initial phase of a marketing plan.

 The classroom (physical or virtual) is a safe space, free of sexist, racist, homophobic, transphobic and discriminatory attitudes, either towards students or teachers. We trust that together we can create a safe space where we can make mistakes and learn without having to suffer the prejudices of others.



  • What is Marketing?
  • Marketing and its management: The marketing process.
  • Orientations of companies around the market.
  • Marketing in the current economic context.


  • What is a marketing plan?
  • Structure of the marketing plan.
  • Financial goals and marketing goals.
  • Value creation.
  • Business model.
  • Strategy.
  • Organization.
  • Implementation and control.


  • Market research.
  • Market situation and demand analysis.
  • The macroenvironment and the microenvironment.
  • Opportunities and Threats.
  • Strengths and weaknesses.


  • Models of consumer behavior. Factors influencing purchasing behavior. Purchasing decisions.
  • New technologies and the new consumer.


  • Market segmentation.
  • Target audience.
  • Positioning.
  • Main marketing strategies.


  • What do we intend to sell? The product concept.
  • Product portfolio.
  • The packaging.
  • The brand.
  • New product development strategies.


  • Pricing policies.
  • Pricing strategies


  • Concept of integral communication.
  • Advertising
  • Promotion
  • Public relations
  • Direct Marketing
  • The personal Sale.
  • Advertising budget.
  • Advertising message.
  • Media Strategy and Planning.


  • The function of commercial distribution.
  • Distribution channels.
  • New technologies applied to distribution.


  • Business organization and planning.
  • Business strategies.

Learning activities

1. Group project consisting of four people.

2. Business case analysis.

3. Class presentations.

4. Theoretical sessions.

Evaluation system

  • 40% corresponding to the face-to-face exam at the end of the term and which must be passed (minimum 5 out of 10) in order to average the marks of the continuous assessment (60%).
  • 20% corresponding to the delivery of an exercise of initial phase of plan of marketing (work in group)
  • 15% corresponding to individual work, cases and other team activities
  • 15% corresponding to attendance, individual tasks, participation and collaboration shown in class.
  • 10% corresponding to oral presentations and presentations made in class

Important: all activities not delivered on the dates and with the required requirements will be considered as "not delivered" and a grade of 0 will be assigned.
In the recovery period there is only option to retake the final exam if the student did present and failed.

A student who has not applied for the first call CANNOT apply for recovery.

In case of NOT passing the subject, no result of the continuous activities for the next academic year will be saved.



Kotler, P., Keller, K., & Chernev, A. (2022). Marketing management. Harlow, Essex: Pearson Education.

Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0. Hoboken, New Jersey: Wiley. 


Kotler, Philip, Kevin Lane Keller, Malcolm Goodman, Mairead Brady, and Torben Hansen. 2019. Marketing Management (European Edition). Harlow: Pearson Education.

SANTESMASES Mestre, M. (2010): Marketing: Concepts and strategies. 6th ed. Ed. Pyramid.

Edgar, Alison. 2018. Secrets of Successful Sales. St Albans: Panoma Press. Copyright.

Kotler, Philip, Armstrong, Gary, Opresnik, Marc Oliver. (2018). Principles of marketing 17th ed. (17th ed., Global Ed.). Harlow: Pearson.